Tag: ‘Marketing’

In the early 1990s, Japan's Power Reactor and Nuclear Fuel Development Corporation (PNC) -- a nuclear energy research organization which is now part of the Japan Atomic Energy Agency (JAEA) -- created a pro-nuclear PR cartoon entitled "Pluto-kun, Our Reliable Friend." The aim of the animated film, which features the company mascot Pluto-kun, is to dispel some of the fears surrounding plutonium. Scroll down for a rough summary.

[~1:30] The video begins with Pluto-kun disguised as a ghost. He explains that much of the fear surrounding plutonium is due to misconceptions. He says that it is very unfortunate that plutonium is used in nuclear weapons [like the one dropped on Nagasaki]. But he hates war! He loves to work for peace. He aspires to be like dynamite, whose power has been used for the benefit of mankind.

[1:30] Pluto-kun provides some basic information about plutonium. He explains that plutonium is created from uranium in nuclear reactors. He also says it was discovered by the US scientist Glenn T. Seaborg in 1940, and that it was named after the dwarf planet Pluto. (See Wikipedia for more.)

[2:30] Misconception #1 -- Pluto-kun addresses the fear that criminals could obtain plutonium and build a nuclear weapon. He explains two reasons why this would be virtually impossible. First, weapons require plutonium with a purity of at least 93%, but plutonium from reactors is only about 70% pure. A high level of technology would be required to produce weapons from this plutonium. Second, a high level of security is maintained around plutonium in Japan, making it all but impossible to steal.

[4:00] Misconception #2 -- Pluto-kun addresses the fear that plutonium is deadly and causes cancer. Plutonium's danger to the human body stems from the alpha radiation it emits. Because alpha radiation is relatively weak, it does not penetrate the skin, and plutonium is not absorbed into the body if it comes into contact with skin. He explains that you would not die instantly if you were to drink plutonium. If swallowed, the vast majority simply passes through the digestive tract without being absorbed. If it enters the blood stream (through a cut, for example) it cannot be removed easily from the body. It accumulates in the lymph nodes before ending up in the bones or liver, where it continues emitting alpha radiation. Plutonium can also get into the liver or bones if it is inhaled into the lungs. It is important not to breathe it in or allow it to enter the blood stream.

[6:00] No human is ever known to have died because of inhaling or ingesting plutonium.

[7:00] Pluto-kun explains what would happen if criminals dumped plutonium into a reservoir that provides our drinking water. Plutonium is heavy and it does not dissolve easily in water, so most of it would sink to the bottom. Even if you were to drink plutonium-laced water everyday, the vast majority of it would simply pass through the digestive system without being absorbed by the body.

[7:30] Pluto-kun suggests that the dangers of plutonium are often overemphasized, making it seem scarier than it actually is. He explains that most people associate plutonium with deadly radiation and nuclear weapons, but he likens this to a fear of non-existent ghosts.

[9:40] Pluto-kun explains that he is not a monster, and he asks you to understand who he truly is. As long as people use him peacefully and with care, there will never be any danger or anything to fear. He will provide an endless source of energy for a long time to come. He will be a reliable friend.

In the early 1970s, the Kewpie Corporation (maker of Kewpie brand mayonnaise) produced a deck of promotional playing cards featuring various pachimon kaiju (imitation monsters modeled after creatures from popular movies and TV shows).

A commercial promoting the Laforet Grand Bazar winter sale in Harajuku (January 20-24) features a mob of people with flickering LED-illuminated smiles who overrun a dramatic love scene reminiscent of a popular '90s-era TV show.

Here is a rough translation of the dialogue that takes place as the smiling mob approaches.

[Man]: We can make it work. I'll do my best.[Woman]: Will you come to see me if I get lonely at night, no matter what?[Man]: I will go immediately. I'll fly.[Woman]: Will you come and pick me up if I call you from Mt. Everest?[Man]: I'll fly there right away.[Woman]: Will you bring me hot nabe soup if I ask for it?[Man]: I will. I'll bring a year's worth.[Woman]: What if I asked you to take me to the moon?[Man]: That might be difficult...[Woman]: That's not good enough.[Man]: But I can make you happy.

The commercial appears to have been inspired by an earlier project by Manabe and Ishibashi entitled "Party in the Mouth," which featured a mob of women with glowing LED smiles wandering the streets of Tokyo at night.

The Evolta humanoid, whose new design is meant to resemble an ancient highway traveler pulling a two-wheeled cart, measures 17 centimeters (7 in) tall and 40 centimeters (16 in) long. Constructed mostly of lightweight plastic, carbon fiber and titanium, the robot weighs about 1 kilogram (2.2 lbs). It is powered by 12 AA batteries and operated by remote control, and it can travel at a rate of 3 to 5 kilometers per hour (2-3 mph). If all goes according to schedule, the robot will complete the journey on December 10, after 49 days of walking.

On the 500-km Tōkaidō Road from September 23 to November 10, 2010

The Evolta robot is no stranger to endurance challenges. In May 2008 the battery-powered mascot climbed a 530-meter (1,740-ft) rope suspended from a Grand Canyon cliff, and in August 2009 it drove non-stop for 24 hours around the Le Mans race circuit, covering a distance of 23.7 kilometers (14.8 mi). Each feat earned the robot a Guinness World Record.

Evolta robot at Grand Canyon (2008) // Evolta robot at Le Mans (2009)

The current and previous versions of the humanoid were created by renowned roboticist Tomotaka Takahashi, founder of Kyoto University's Robo-Garage. The new robot features a hamster wheel-like design to facilitate movement over uneven surfaces, as well as a handcart that holds batteries. The batteries will be recharged once per day throughout the course of the journey.

Artist rendition of Evolta robot on Tōkaidō Road (2010)

The 500-kilometer (300-mi) Tōkaidō Road, which runs between Nihonbashi bridge in Tokyo and Sanjō Ōhashi bridge in Kyoto, served as Japan's most important transport artery during the Edo period. During its heyday in the 17th to 19th centuries, the road was one of the busiest highways in the world. In those days, it typically took travelers about 10 to 12 days to walk the route, weather permitting.

Tōkaidō Road photographed by Felice Beato in 1865

In the 17th century, the Tokugawa shogunate set up 53 post stations along the route, where travelers could find food, shelter and other services. These stations are perhaps best known through "The Fifty-Three Stations of the Tōkaidō" series of woodblock prints by the great ukiyo-e artist Utagawa Hiroshige, who first traveled the route in 1832.

Shinagawa, the first station on the Tōkaidō Road (print by Hiroshige)

The landscape has changed a great deal since then, and many of the old post stations have developed into towns and cities. The Evolta robot plans to pass through at least one station per day during the trek.

All of the action is being broadcast live on Ustream (morning to afternoon, Japan time).

The University of California, San Francisco (UCSF) maintains a collection of 400 health-themed woodblock prints from 19th-century Japan. The collection -- which includes drug advertisements, illustrated instructions for treating and preventing contagious diseases, and visual guides to the human body -- offers a unique look at Japanese medical knowledge in the late Edo and early Meiji periods. Here are a few images from the collection.

Gundam videographer darwinfish105 has captured some dazzling footage of the 8-meter-tall laser-shooting Hello Kitty spectacle at Odaiba Beach, which has appeared as part of a campaign to promote tree-planting activities in Tokyo.

Here is a collection of 99 cute characters summoned from the depths of the Japanese Figure Trademark Database. These friendly critters appear in a variety of settings ranging from company logos and promotional materials to product packaging and advertising.

This collection represents only a small portion of the figurative trademarks found in the Japanese Figure Trademark Database. To explore the contents, go to the search page and plug in the Vienna Classification category numbers for the type of figure you would like to see.

The database does not provide explanatory information about the characters, nor does it indicate the names of the companies that employ them.